What happened behind the curtains at Jaguar’s relaunch: RAY MASSEY on the controversy over a car

As the backlash intensified over Jaguar’s social media advert, which featured no car, executives appeared to panic.

Breaching their own NDA embargo agreements, they released ‘teaser’ photos of parts of the car to prove its existence.

Critics attacked Jaguar’s new look as ‘a car crash in slow motion’. Jaguar enthusiasts and owners’ clubs accused bosses of committing ‘commercial suicide’ and turning the marque into a ‘laughing stock’.

Jaguar managing director Rawdon Glover denied going ‘woke’ and countered that some criticism displayed a ‘level of vile hatred and intolerance’.